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论文编号：	7752
作者编号：	2120132832
上传时间：	2015/12/4 16:55:55
中文题目：	XCK有限公司营销策略实施研究
英文题目：	Marketing Strategy Analysis of XCK co., LTD
指导老师：	李桂华
中文关键字：	桶装水；袋装水；饮水健康；污染；市场营销策略
英文关键字：	bottled water； bag water； healthy drinking； water pollution；marketing strategy
中文摘要：	在我国许多城市出现了新型态的包装饮用水，即袋装水。从十年前我国第一袋袋装水出现到如今，袋装水公司如雨后春笋般的出现。但袋装水在市场的知名度使用度和美誉度仍然不高，也未对桶装水和其他水企业带来较大的改变。大多数消费者仍持以观望态度。通过诸多学者的研究，认为袋装水有许多的优势，很有可能代替桶装水成为未来的饮水主流。本文的研究思路主要是从桶装水和袋装水的优劣势来分析，在XCK有限公司的立场上通过外部营销环境来分析，对其所使用的饮水机，水源以及循环使用等方面来剖析。在对XCK有限公司的目标市场和市场定位进行分析的基础上，对XCK公司的营销策略提出建议。通过对桶装水的营销角度的分析，对XCK公司现有的疑惑提出相应的解决办法。即充分利用自身的广告和品牌等各种资源，把桶装水的老渠道和网站及团购等新渠道充分结合。本文所选的XCK有限公司在发展过程中所遇到的问题具有一定的典型性和代表性，是中国整个袋装水的中小企业所面临的问题，是桶装水整个行业的不足而展露出袋装水的市场机会。对XCK有限公司的研究和分析能够为许多袋装水企业摆脱困境提出参考性意见。笔者通过在XCK公司的实际考察和其高管的访谈，对中国的袋装水市场予以肯定，对该公司在天津市场的开辟和拓展给予肯定。
英文摘要：	Nowadays, there occur lots of new kinds of wrapped drinking water, that is, drinking water in bags. When the first water in bag occurred ten years ago, companies dealing with water in bags occur like bamboo shoots after a spring rain. Whereas, these companies haven’t caused serious negative impacts on other companies such as companies dealing with barreled water or bottled water. And consumers take a watch-and-wait policy. Whereas, in our country, barreled water still consists major share of the market and it will continue to consist big share of the market in the long run. This paper does researches from a macroscopic attitude to study the advantages and disadvantages of barreled water and water in bags, doing research about XCK company and discussing about its water dispensers, source of water and recycling. Analyzing its marketing strategies such as STP and 4P, this paper will give suggestions about marketing strategies. By studying the marketing strategies of barreled water, this paper will propose relative solutions. The problems XCK company face during its development is very typical, and it’s all other middle and small-sized enterprises’ common problems. The exposed problems give chances of wrapped drinking water. Based on the analysis of the example of XCK company, this paper affirms XCK company’s development and progress, affirms that there’s market of barreled water and give reasonable suggestions of its marketing strategies. And this paper pays attention to their respective water dispenser, source of water and cycle use. In China, besides tap water and bottled water, barreled water is available to us. In contrast, water in bags and box-packed water are more available overseas; barreled water only consists ten percents or even a hundred percent. After doing researches on markets and analyzing materials, we are sure that there is a good prospect of water in bags. And we affirm thatXCK co., LTD has done a lot in exploring markets in Tianjin. And we give better advice on its marketing policy.
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